media management
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Media managementTRANSCRIPT
Media Management
Taming the Hydra-Headed BeastTaming the Hydra-Headed Beast
Perception IS Reality!
• Message consistency is critical
• Without it, you hand reporters a “conflict” story
• Conflict stories trump all others
Turning the Table
• Reporter wants to be your friend, to get you to say what you otherwise might not
• Be wary, and be aware
• You don’t have to answer the question as posed!
• Be the Reporter’s friend, but give them what YOU want them to have
RULE NUMBER 1
There is no such thing as
“off the record”!
Recipe for Success
1. What’s the single, overriding objective?
2. What are the 3 (maximum) message points?
3. KISS and write them down.
Interview Tips (all formats)
• Listen to the question carefully, then pause before answering.
• Give a concise answer, then STOP.
• Don’t speculate.
• Don’t use jargon or acronyms.
• Don’t be afraid to repeat messages, especially at the end of an interview.
“Cash in” on tough questions: use ATM
“ATM”=Answer, Transition, Message
• Always answer or acknowledge the question. It’s OK to say “I don’t know.” It’s NOT OK to say “no comment.”
• Transition from the question to one of your positive key messages
• Messaging: Deliver the point YOU want to make!
Transition techniques
“What I can tell you is this:….”
“What’s important to remember is this:…”
“That’s an interesting point, but I think….”
“Before we get off the topic, let me add…”
“That’s not my area of expertise, but I can tell you that…”
“If I may, I’d like to finish my thought; it’s interesting that…”
Advantages
• Much more room for details and depth
• More likely to have knowledgeable reporters
• More credibility with our target audience
Disadvantages
• Larger papers have tendency to reflect editorial bias
• Need “real” people
• Need lots of facts and details
• Depth required may mean longer interviews, need to research
Strategies when they call:
• What is your deadline?
• What is the gist/thrust of your story?
• Can I get back to you?
• Does the reporter need an expert?
Radio
• Immediacy factor
• The bigger the station, the shorter the story
• Talk shows may reflect host’s credibility and/or political views on you
• Small stations very community-oriented and usually looking for new stories
Radio
Strategies when they call:
Is the interview live or taped?
Is it for a newscast, or a longer-form program?
If taped, avoid using interviewer’s name, or “as I mentioned before.”
Can I get back to you?
What matters most is….
• You’re never off the record
• Find your three best messages, and stick to them
• Keep it simple to drive your point(s) home
Television
• A mile wide, an inch deep
• Reporters seldom have needed background or more than 80 seconds
• Visuals justify the story
• “Real” people
• Factoids…or mini-factoids
Television
Strategies:
• Stay focused on the reporter’s eyes
• If you can see a monitor, ask that it be moved (especially if interview is live)
• Listen to entire question; keep answer simple, but make your point
• Sit or stand still; don’t move around
Television
Strategies
Try to avoid black or white clothing; dangling jewelry; light-sensitive glasses
Need notes? Put messages and critical data
on 3x5 cards, in large print.It’s a normal conversation; but it’s not over
until you (or the reporter) are apart.
Play to Your Strengths
• Use existing relationships for leverage
• Develop new ones, especially with new reporters
• Smaller markets = greater credibility in the community
Impressions via TVPercentage of all impressions, 3/05 thru 5/06
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Radio ImpressionsPercentage of Total Impressions, 3/05-5/06
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Promoting Your Event
• Emphasize urgency
• This plays into media need for story importance
• Makes advance publicity more vital – maybe even more critical than the event itself
Promoting Your Event
• Three contacts: e-mail, fax, phone; fax is probably the least productive now, but don’t leave it out
• Persevere, but don’t be a pest.
• Suggest an “advancer” story, with an articulate staff member – how they’ve been trained, how facilities and equipment is mobilized, etc.
Successful Event Stories
• Invite media to arrive at least 30 minutes AFTER the event starts
• Use time to identify an articulate “real” person with a positive story
• Make sure traffic flow is good, so event looks organized but busy
• Keep a count of people served/enrolled; a perfect factoid!
Helpful Hints
• Gently remind photographers of HIPAA restrictions, respecting their professionalism
• Follow up with answers to unfinished business quickly. Find out what the deadline is, and don’t miss it. You’ll miss the story entirely – or you “didn’t respond”
• Send tough questions or prickly reporters to your CMS Public Affairs person!
Be a “be-keeper”• Be prepared (for anything!)• Be positive• Be honest• Be brief• Be yourself• Be focused• Be confident, energetic, and in charge.
– You know more than the interviewer. If not, you wouldn’t be the one being interviewed!
Oh, and one more thing….
• You’re never off the record.
• Find your three best messages. Know them. Transition to them. Repeat them.
• Keep things simple. Use the limited time you have to the best advantage.
CMS Public Affairs
Mike Fierberg
CMS Region 8 – Denver
(303) 844-1592
Cell: (720) 480-1379
Thank you for listening!
Questions????
Contributing to this presentation: Peter Ashkenaz, Julie Brookhart, Jeffrey Hall, Roseanne Pawalec, Lorraine Ryan,all proud members of CMS Public Affairs Team.
My eternal thanks for their assistance.